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Sex Roles (2010) 62:774786 DOI 10.1007/s11199-009-9736-z
ORIGINAL ARTICLE
Assessing Gender-Related Portrayals in Top-Grossing G-Rated Films
Stacy L. Smith & Katherine M. Pieper & Amy Granados &
Marc Choueiti
Published online: 7 March 2010# Springer Science+Business Media, LLC 2010
Abstract The purpose of this content analysis was to examine gender-related portrayals in popular G-rated films. Our research questions addressed the prevalence and nature of males and females in general-audience fare. To answer our research queries, 101 of the top-grossing box office films released theatrically in the United States and Canada from 1990 to early 2005 were assessed. The results showed that males outnumber females by a ratio of 2.57 to 1, which has not changed in fifteen years. Females were more likely than males to be young and depicted traditionally. In terms of personality traits, females were more likely to be smart, good, and beautiful than were males.
Keywords Content analysis . Gender . Stereotype . Childrens films
Introduction
Renewed concern is being expressed about portrayals of males and females in popular media. Some voices argue that media depictions of gender are not balanced (See Jane 2005). Others illustrate the ways in which females may be stereotyped as The Girl Next Door, Femme Fatale, Spinster, and Bimbo (Guerilla Girls 2003, p. 1138). Exposure to such distorted reel world images may be having detrimental effects on youths gender-role socialization.
One type of media offering that may be particularly gender biased is G-rated films. These movies have been criticized often online for blatantly stereotyping women. Shreve (1997, p 11) has argued, Feminists have also dinged Disney for its gender-role stereotyping in The Little Mermaid and Beauty and the Beastwho can forget petite Belle, kneeling down in submission before the gruff, very male beast, and saying, Take me? Barry (2002, p 2) has humorously stated, I dont want my daughter growing up believing that handsome prince equals lifetime happiness, which is the basic Disney message.
The effects of G-rated films on childrens gender development are not known. What we do know, however, is that a majority of children in this country have access to a variety of videos and/or DVDs in their homes and many may be G-rated. The Kaiser Family Foundation (2003, p. 10) found that over half...